Chapter 4 Section 4: Why can’t advertising ideas be completely handed over to advertising companies?

When many companies advertise, they hand it over to the advertising company, and the advertising company takes the performance of their skills as the first priority, at least a considerable amount of this element. In fact, in our early days, I was also superstitious about advertising companies, and I also handed over to advertising companies to shoot some advertisements. When I saw his advertisement, it was all about showing off skills and performances.The director is showing off, and so is the writer of the script.In fact, in the end, the copywriter was also showing off there, and after showing off, it is actually useless to your company.

The advertising company actually undertakes a task: to faithfully realize your idea for you, and realize it in the best and best way. If you let an advertising company do creative work, I think ten out of ten will be blind.Because in advertising, you must be the person who knows your product best, and the person who has the deepest understanding of your consumers can do well. You have to experience and understand more things, many of which you cannot express in words, such as the subtle habits of consumers, their culture, their thoughts, their reactions, and so on. So if you ask a layman, not someone from your company, but someone from an advertising company, to help you create ideas and how to sell them, you will basically be blind.

Therefore, it must be the company's people who know the products and consumers best, and they come to create ideas.Their creativity is often reliable. Looking for an advertising company, I think they are basically blind. But we also work with advertising agencies. For example, I have decided on the slogan of the advertisement, and you can help me shoot it.Of course, they may sometimes change some of our individual words and punctuation marks. I do the creativity of the advertisement, I do the basic copywriting, I don't shoot the pictures, I don't care. Because I don't understand pictures, I'm a layman.